Google delays third-party cookie demise yet again

Google is delaying the end of third-party cookies in its Chrome browser — again. In other unsurprising developments, water remains wet.

The announcement was made on Tuesday ahead of quarterly reports from Google and the ever-watchful U.K. Competition and Markets Authority (CMA), keeping tabs on how this whole situation unfolds.

“We recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem,” according to a statement Google posted on its website for the Privacy Sandbox. “It’s also critical that the CMA has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June. Given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4.”

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